Apple's Ive: If we can't make something that's better, we won't do it

Sir Jonathan "Jony" Ive, Apple's Senior Vice President of Industrial Design, recently agreed to a rare interview, in this case with a U.K. publication. He spoke at length about how Apple's approach to product design, its focus, and its obsession with detail differentiate it from everyone else.

— Sir Jonathan "Jony" Ive, Apple's Senior Vice President of Industrial Design, recently agreed to a rare interview, in this case with a U.K. publication. He spoke at length about how Apple's approach to product design, its focus, and its obsession with detail differentiate it from everyone else.